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  2. NOVA Information Management School
  3. Master in Statistics and Information Management
  4. Specialization in Marketing Research and CRM
  5. Market Research

Market Research

Objectives

1. Be able to understand the steps of a market study
2. Be able to identify secondary data sources and collect primary data
3. Be able to develop an exploratory research
4. Be able to develop a conclusive research
5. Be able to communicate the results of a market research

General characterization

Code

200049

Credits

7.5

Responsible teacher

Pedro Miguel Pereira Simões Coelho

Hours

Weekly - Available soon

Total - Available soon

Teaching language

Portuguese. If there are Erasmus students, classes will be taught in English

Prerequisites

  

Bibliography


- Malhotra, Naresh K., Birks, David F. (2012). Marketing research: an applied approach. Fourth European edition. Harlow: Prentice Hall/Financial Times.
- Vilares, M., Coelho, P.S. (2011 ). Satisfação e Lealdade do Cliente- Metodologias de avaliação, gestão e análise. Escolar Editora.

Teaching method

  

Evaluation method

  

Subject matter

1. Organization and design of a market research
2. Primary and secondary data
3. Qualitative market research
4. Data collection methods and modes
5. Questionnaire design
6. Sampling
7. Sources of error in marketing research and quality evaluation
8. Presentation of results